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Hotspots: From anti-ageing alcohol to microchipped football fans, this month’s top trend observations

Hotspots brings you the Mintel Trend team’s top observations on product and service launches from around the world.

Anti-a Gin

An anti-ageing gin “Anti-a Gin” is now on sale in the UK, billing itself as “the alcoholic equivalent of a facial”. Commissioned by Warner Leisure Hotels, and created by Bompas & Parr, the gin is available for £34.99 per bottle. Distilled with pure collagen, it contains a range of rejuvenating botanicals such as witch-hazel, tea tree, nettle, chamomile and gotu kola, as well as more common gin ingredients such as juniper, angelica root and coriander.

“Although gin has grown in popularity over the past few years, it still struggles with negative associations. According to Mintel’s report White Spirits and RTDs UK 2015, 45% of white spirit/RTD drinkers say they think gin is old-fashioned, while over half say they think it’s an older person’s drink. In a bid to address this, we’re seeing unique gin products developed and launched in the UK market. Consumers are looking for greater creativity, as well as value and convenience from the brands they patronise. Those that can create products that fulfil multiple functions to a high level will be the ones to succeed.”

Catherine Cottney – Manager of Trends, Europe

Microchipped football fans

Buenos Aires-based football team Club Atlético Tigre is considering offering its fans an implantable microchip that would grant them faster access through its stadium turnstiles. The chip’s purpose will not be to track fans, rather to carry basic information about them. The program still has a long way to go before it actually debuts and will need to first be cleared by health and security agencies, as well as the Argentine Football Association itself.

“The microchip that Tigre’s is proposing seems to be a good way to offer football fans a safer environment at events that usually get rowdy. We’ve seen similar initiatives elsewhere, such as a Budapest football team using biotech. Brands following suit will benefit from reassuring fans that these kinds of devices aim to protect them rather than spy on them.”

Graciana Mendez – Trends Analyst, Latin America

Braille Ink

A collaboration between J.Walter Thompson Bangkok and Thammasat University’s Faculty of Science and Technology recently produced the world’s first printable touchable ink. The ink allows normal printers to produce words and images that the visually impaired can read through touch.

“Under-represented consumer groups are seeing an increase in attention and visibility all across the world. Brands will do well to acknowledge such groups and can start by looking into various categories across their portfolio to examine how they can include a wider audience with their products. Besides capturing a larger market share, brands can also stand to benefit from the ethical implications that this can bring.”

Delon Wang – Manager of Trends, Asia Pacific

I love it when you call me big Poppa

The late Notorious B.I.G. will make his first debut as a hologram, alongside Faith Evans, in an upcoming music video. Hollywood-based ARHT (Augmented Reality Holographic Technology) Media has secured the rights to the holographic image of Notorious B.I.G. in everything from concerts to various media campaigns. Its system allows for a kind of 3D experience without the use of special glasses.

“While authenticity is still held in high regard among consumers, economic factors and increasing concerns about the environment are turning many Americans toward faux alternatives that are healthier, cheaper and more ethical than the real thing. With the stigma against fake foods, beauty products and consumer experiences fading, brands have an opportunity to be transparent with their consumers about their faux products and services. They can market them honestly and promote why they are more appealing than the real deal.”

Carli Gernot – Manager of Trends, North America

Share a Porsche

Porsche has released an app and online platform that allows like-minded people to crowdfund and share one of the iconic sports car manufacturer’s models. Up to four people can share a Porsche through the scheme, each paying a monthly fee.

“The sharing economy is in full bloom, a movement that started when internet connections were not as fast and widespread as they are now, and is flourishing in the highly connected nature of the contemporary world. Brands will be bypassed and ignored by peer-to-peer markets, and big-ticket purchases will be shared between interested parties; brands like Porsche that are taking the steps to ensure they maintain their place in the purchase process will be those best placed for success.”

Alex Strang – Trends Analyst, Europe

Describing those Tweets

To accommodate visually impaired users, Twitter has begun including descriptions of images with screen readers and Braille displays. Users can enable image descriptions in Twitter’s accessibility settings. After enabling the setting, each time a user adds an image to a tweet there will be an option to add a description of up to 420 characters.

“As digital connectivity becomes second nature to consumers around the world, we are seeing more accommodations made for those with special needs. The fact that we are seeing all these innovations that help individuals access technology more easily indicates a shift in how people use digital resources. According to Mintel’s report Staying Informed—How you Get the News – US 2015, almost a third of consumers across age groups said they get their news from social media. As more consumers look for information online, it is clear that these virtual resources will need to serve those with different abilities.”